And there I thought EA said they won't cheapen their IP by offering discounts. Half price and it's not on retail release yet?

That said, it's a fairly good deal if you can stomach their Origin crap.

Origin isnt that bad, it both functions and looks way better than steam, steam is slow in comparison.
I mostly hated the fact that when BF3 was new we had 2 sets of friends, 1 for the game and the other for Origin making Origin integration pointless but now they are 1 and the same.